Uncovering Chattanooga

During our recent trip to Freight Alley, we sat down with Ryan Rogers, Founder of TextLocate. We drove around Chattanooga, discussing its rich history, how he got his start in logistics, and the impact it’s had on the region.

Ryan's logistics career began in February 1999, when he joined U.S Xpress Logistics as a financial analyst after earning his MBA at the University of Tennessee at Chattanooga. Between 1999 and 2012, Ryan held various finance roles at the company.

He later ran the freight brokerage division for the company, expanding the team from around 15–20 people to about 150 and its revenue from about $30 million to $200 million in just three and a half years.

After nearly 17 years at the company, Ryan left in 2015 and took time off to try his hand at consulting. He later joined Amazon as their Supply Chain and Transportation Executive, and in 2018, he came on board as the Chief Transformation Officer and EVP at Covenant.

In June 2021, after more than two decades in the industry, Ryan took the leap and started his own logistics business.

TextLocate was born out of frustration with the inefficiency of traditional communication methods in reaching drivers. The app-less platform serves both startups and multi-fleet brokers, allowing freight brokers and dispatchers to locate a driver via a simple text message. It works entirely through standard text messaging (SMS) and your web browser. 

When asked if he had considered opening the company in any city other than Chattanooga, Ryan was adamant: it wasn’t an option.

“It was always here. We have everything we need. We have strong internet, we have talent, and the technology and tools to start your startup. The cost of living is reasonable and you can physically talk to brokers in town.” 

The hardest part? Selling the vision and convincing people that the product could be meaningful and effective. Despite initial skepticism, he ultimately proved them wrong.

As we drove around the city, Ryan pointed out important landmarks and shared their history, highlighting the city’s significance and its later impact on logistics. Chattanooga was strategically important in the Civil War because of its railroads and location, which made it a key transport and supply center fought over by both Union and Confederate forces.

Fast forward a century, and Chattanooga has become a major logistics hub. The city boasts a large talent base, including roughly 17,000 white-collar logistics jobs. It’s home to many corporations, startups, and large established players that serve all logistics ecosystems.

The rail infrastructure laid down 150 years ago is the reason why Chattanooga’s "Freight Alley" trucking industry thrives today. The same geography that powered 19th-century railroads now drives 21st-century logistics innovation.